Customer satisfaction has become a point of emphasis by many manufacturers. While an admirable goal, it has also been used as the basis for discriminating between dealerships, termination, denial of new points, and the awarding of bonuses.
We have analyzed customer satisfaction and delved into the critical issues:
- Are the responses representative of the customers as a whole?
- Are the questions designed properly?
- What is the effect on a dealer when its competitors are cheating to get better scores?
We can provide consultation on all of these issues and more, and a white paper we have written relating to customer satisfaction measurement is available for purchase.